Digital marketing and e-commerce

What is digital marketing? #

To recognize what digital marketing (additionally called online marketing, internet marketing, or digital advertising) is, we first need to specify the term advertising. Advertising is a widely used term to define the communication between a company and the customer target market that aims to increase the company’s value or its merchandise.

What is the difference between online and traditional marketing? #

The primary distinction between online marketing and “standard” advertising is that digital marketing concentrates on using electronic media to realize particular marketing objectives. Nowadays, there is a constantly enhancing checklist of on the internet media to select from: 

  • Affiliate marketing
  • Display advertising
  • Content marketing
  • Email marketing
  • Search engine marketing:
  • Social Media
  • Viral marketing

To a huge degree, digital marketing is comparable to traditional advertising. Advertising goals require to be set, target groups selected, messages produced, and campaigns reviewed. However, online marketing supplies marketers with additional benefits: 

  • From press to draw: Traditional media are mainly push media. They send out (unwanted) messages to receivers. Online media enable individuals to actually pull information that they are trying to find through browsing online. 
  • From bulk to mass personalization: Advertising and marketing messages can be tailored less complicated to specific target groups and individuals. 
  • Measurability: Almost everything online can be gauged. For example, how often an advertising message is seen, how many clicks it receives, as well as the number of sales. 
  • Cheaper: Online media used to be less costly than traditional media like TV to get to the same marketing goals. Nonetheless, as the need for online media rises, so are their costs. Still, online media offer a much bigger ROI than traditional advertising. 

How to write a marketing campaign plan? #

The marketing campaign plan equates the organization’s goals to marketing-related selections and activities. It focuses on what has to be done. The exactly how is outlined in the underlying advertising plans. Usually, there is a significant overlap with actions already taken within the business strategy process. Sometimes specific evaluations (particularly the consumer and competitor evaluation) are repeated in even more information to address detailed concerns like: 

  • What customer problem does our item solve? 
  • Why is client segment X not buying our items? 
  • Where do our consumers prefer to get our products? 
  • Why has competitor X expanded so solid? 
  • What are competitions’ USP (Unique Selling Proposition)? 

The objective of advertising is not to “make promotions” or “do promotions”, as is commonly thought. Progressively, many businesses believe that if a company services its customers outstandingly, the promotion itself becomes less and less required. Recognizing the client and embracing the company’s offering towards the client’s requirement should be the main focus of any marketing department.

E-commerce digital marketing funnel #

An e-commerce marketing funnel visualizes clients’ journey as they go through the buying cycle. A typical e-commerce funnel includes 3 primary stages – understanding, consideration, and acquisition. These are frequently referred to as TOFU, MIFU, and BOFU: 

  • Top of Funnel (TOFU): These people aren’t necessarily interested in buying your item, but they’re looking for details around an issue. 
  • Center of Funnel (MOFU): Once individuals have discovered a service to their problem, they’ll be trying to find brands to help fix it. They’ll investigate your brand name and also your rivals at this phase. 
  • Bottom of Funnel (BOFU): Your target market has determined they wish to purchase from you, but they may still require a tiny push to transform.

Do you want to learn more about e-commerce? Continue reading about → e-commerce branding.

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